BROOKS BROTHERS · RETAIL RELAUNCH · HYDERABAD, INDIA
Heritage, reintroduced.
A $200K visual-merchandising and store-experience relaunch that brought Brooks Brothers’ classic American identity to Hyderabad’s modern retail landscape.
As Visual Merchandising Head for Brooks Brothers India at Reliance Brands Limited, I led the Hyderabad store relaunch from concept through on-ground execution. I managed a $200,000 budget across visual merchandising, windows, store storytelling, and customer experience.
The project marked an important evolution for the brand: Hyderabad became the second Brooks Brothers location in India to introduce a full womenswear assortment alongside its established menswear offering. The goal was to preserve the brand’s American heritage while making the experience feel relevant to Hyderabad’s distinct mix of royal legacy, contemporary energy, and evolving luxury consumer.
I partnered with design, merchandising, operations, and store teams to translate global brand standards into a cohesive local retail environment. From the visual direction and window-display strategy to product storytelling and in-store customer flow, every element was designed to make the experience feel elevated, immersive, and immediately legible.
The result was more than a store relaunch. It created a stronger platform for Brooks Brothers to connect heritage, product discovery, and a broader customer base in one of India’s most culturally dynamic cities.
ROLE:
Visual Merchandising Head
COMPANY:
Reliance Brands Limited / Brooks Brothers India
LOCATION:
Hyderabad, India
DATE:
August 2022
SCOPE:
Store Relaunch, Visual Merchandising, Window Displays, In-Store Experience
BUDGET:
$200K
The Brief
Relaunch a heritage American brand in Hyderabad while expanding the store’s appeal beyond its established menswear customer.
My Contribution
Led visual direction, store and window merchandising, customer-experience planning, stakeholder coordination, vendor execution, and budget management.
The Outcome
Created a locally resonant retail relaunch and positioned Hyderabad as Brooks Brothers India’s second location to introduce a full womenswear assortment.
Design approach
The visual language balanced Brooks Brothers’ signature craftsmanship and classic American style with a sharper, more contemporary point of view for Hyderabad. The store journey was designed to support easy product discovery, distinct category storytelling, and a cohesive transition between menswear and womenswear.
Window displays created a clear visual invitation from the mall environment, while in-store focal points, mannequin styling, merchandising rhythm, and product placement helped turn heritage into a more immediate and engaging customer experience.
Impact
Delivered an elevated, heritage-led retail environment that supported the brand’s expanded assortment strategy and created a more relevant entry point for Hyderabad shoppers. The relaunch demonstrates how global brand standards, local context, visual merchandising, and operational execution can work together to make a retail space feel both iconic and current.